Our team worked with Urban Zoo last year to take Warrington Wolves’ eCommerce to the next level with a new, fully integrated online store.

Warrington Wolves LogoAbout Warrington Wolves

With an illustrious history dating back to 1876, Warrington Wolves were one of the original clubs to form rugby league and are recognised as one of the most prominent and successful clubs in the sport. They are three-time Super League champions, and have won the Challenge Cup nine times, amongst many other accolades. The team are known as ‘The Wire’, which is short for ‘Wirepullers’, in reference to the major industry of the town back in the early days of the club.


Sports Technology & eCommerce Upgrade

Warrington Wolves partnered with sports technology specialists Urban Zoo, who are also based in Warrington, to reimagine their online presence with a brand new website. Following the successful launch of the site, the next step of the digital upgrade was to introduce an online store. The key aim of which was to give fans a seamless transition from the club’s official website to its eCommerce experience. This was where we came in.


Sports Club Retail Online & In-Store

Using their extensive experience in the sports retail sector, the Touchretail team worked with Urban Zoo to integrate TRIMS with Warrington Wolves’ new website. TRIMS provides inventory management and POS software with features designed specifically for sports club retail that synchronise in-store and online sales channels.

Such sports-specific TRIMS features include Kit Builder. This allow fans to customise their replica kit online and in-store whilst providing accurate stock management, automatic reorder and replenishment, with detailed analysis of individual letters held and sold.

The Touchretail and Urban Zoo collaboration gives Warrington Wolves’ fans the ability to link their membership across channels, see their loyalty points and redeem loyalty rewards. They will also benefit from a superior user experience online with a detailed product selection filtering process and intuitive product search.

Warrington Wolves Kit

Comments from the club, Urban Zoo and Touchretail on the collaboration:

“We are delighted to link up with Urban Zoo and Touchretail to provide our new online retail platform.

“The two companies have successfully worked together on projects within sport, giving them a clear understanding of what we wanted from this project.

“The new retail platform will be strongly integrated with the club’s main website, allowing supporters to enjoy a smooth online journey, when both navigating and making purchases from our extensive merchandise range.”

Nicola Bell, Head of Retail at Warrington Wolves


“We are proud to continue our digital partnership with the Wolves and by developing the new online store this brings the latest technology to the retail platform and importantly provides the fans with a consistent and more seamless experience when visiting both the main club website and making online purchases”

James Campbell, CTO at Urban Zoo


“The team at Touchretail (Part of the Swan Retail Group) have thoroughly enjoyed working with Warrington Wolves and collaborating once again with Urban Zoo to deliver a fully immersive retail platform comprising of TRIMS and Gamechanger.

“We are excited to see how Warrington Wolves can progress the retail arm of their business by utilising modern technology and industry leading retail software.”

Stu Francis, COO at Swan Retail


Take a look at Warrington Wolves’ online shop with replica kit, training wear, leisurewear and other official merchandise.

Find out more about our Sports & Stadiums solution.